EMMA CHAMBERLAIN STARS IN NEW PACSUN CAMPAIGN FEATURING A VIRTUAL REALITY EXPERIENCE CELEBRATING SPRING/SUMMER 2022
EMMA CHAMBERLAIN STARS IN NEW PACSUN CAMPAIGN FEATURING A VIRTUAL REALITY EXPERIENCE CELEBRATING SPRING/SUMMER 2022
Today, Pacsun released its 2022 Spring/ Summer Brand Campaign, featuring brand favorite Style Icon and Entrepreneur, Emma Chamberlain, and themed around looking toward the future and the dream of escapism. The campaign will feature digital efforts that are at the forefront of cultural relevance for Gen Z, including augmented reality and virtual experiences via the campaign video, which will be streamed across all social channels and ecommerce, store windows, Pacsun.com, and the launch of their very first video game.
“We are delighted to partner with Emma Chamberlain for the second time,” said Brie Olson, President at Pacsun. “She is such an authentic voice and style icon for our youth community, and we are thrilled to continue our journey together as Pacsun steps further into the Metaverse.” Knowing the importance of thinking short and long term through design and buy in the physical world, Pacsun considers the same investment for the digital world. The brand continues to be at the forefront of the fashion industry to embrace new technology as a way to continue to grow the brand’s connection to its youth community and their culture. It was the first fashion brand to accept cryptocurrency via BitPay, introduce a capsule catalog on Roblox and recently debuted its first series of NFTs via an auction on Open Sea. This year, Pacsun directed a Virtually Reality Experience that stars Emma Chamberlain as her own personal avatar, the first-time Chamberlain has appeared as her digital self in a digital world. The experience takes consumers through the Spring/ Summer campaign in a vibrant and visual manner, highlighting new styles from the campaign. The Virtual Reality Experience will debut this Thursday, February 17th. “I just did not expect AR to just thrive in the fashion world like it has, and it’s crazy because it happened so fast but yet it’s so genius in so many ways. AR can literally do anything that a human can’t do, so there is just even more room for creativity that there wasn’t before. It’s cool that Pacsun is evolving with the culture, better than I am, and it is fun to be part of that evolution,” said Chamberlain. Pacsun’s debut video game, “Pacsun the Game,” is available now via the newly relaunched Pacsun App in the App Store. In Pacsun the Game, players can explore underwater worlds and join Pacsun’s guide Puck in search of underwater coral and resources to unlock new levels and underwater worlds guarded by an underwater serpent. Once gamers master all of Puck’s abilities, they will unlock levels and be rewarded with pieces to build their own Pacsun the Game closets. “This turning into a video game is very exciting to me because in the beginning of quarantine I had a little video game phase that was just so out of character for me, but I am now like a video game girl,” continued Chamberlain. Featured in the video and released under the campaign is an assortment of all new styles across denim, shorts, swim and more, including some of Chamberlain’s personal favorites like knits and patterns. A preview of styles will also be showcased in a shoppable Live Stream experience hosted by Emma later this afternoon. The experience will be available to view on https://www.pacsun.com/livestreaming/ as well as TikTok. This will be Pacsun’s first shoppable Live Stream experience on the TikTok platform. Additional Pacsun friends, models and content creators that were part of the cast joining Chamberlain, include Tyler Blue Golden, Edie Rose, Babette, Matheiu Simonaeu, William Franklin Miller, Tade, and Jacob. “I can see anyone wearing this Pacsun collection, there is such a variety of aesthetics, and while it’s still cohesive, there are so many different vibes going on I feel like everybody can find something,” Chamberlain added about the campaign, “I’m really going to lean into a lot of knits, I really just love knits, things that are stretchy, a lot of stretchy fun patterns, things like that. I just want to be comfortable this summer…not feel restricted, just free and free spirited.” Access hi-res imagery and the video game teaser here. Visitwww.pacsun.com for more information and https://www.pacsun.com/emma-chamberlain/ to discover the campaign.
